All we've learned during Gamedec's Kickstarter campaign during the global pandemic. To create a successful Kickstarter campaign, you have to adapt how this environment works. Learn the fundamental mechanics that can increase your chance to gather backers and fund your projects. From Stretch Goal structure to the exact date and time in the month to start the campaign - Every detail can make an impact on how you'll handle the whole project.

1. HOW TO KICKSTARTER:
PR & Community Management
Mateusz Greloch, Jakub Kwinta
Game Industry Conference, Poznań 23.10.2021

2. • Intro
• New vs. Returning backers
• Traffic Analysis
• Kickstarter Flowchart
• Covid-19
• Campaign Structure
• Discord
• Community-Driven Marketing
• Summary
Agenda

3. Mateusz Greloch
Community
Manager
Jakub Kwinta
PR & Marketing
Manager

5. office@ansharpublishing.com
ansharstudios.com/anshar-publishing
Anshar Publishing focuses on providing comprehensive marketing and
publishing services for PC and console games.

6. Campaign Details
• Initial Goal: $50,000
• 4,911 Backers
• Funded in 36 hours
• Final score:
$171,163 (342% of goal)

7. Kicktraq
Analyze Gamedec Kickstarter
Campaign at your own pace.
Scan the following QR Code to access
Kicktraq Charts.

8. Traffic Analysis
Kickstarter community vs. Your target audience

9. Traffic Analysis
• Direct traffic is
the most impactful
• Constant work on a
marketing beats
during the campaign
• Kickstarter marketing
tools (Newsletter,
Recommendations)
• Project We Love Badge

10. Kickstarter Flowchart
• The importance of the first
and last 48 hours
• Covid aftermath
• Unusual peaks during the
campaign

11. Kickstarter Flowchart - Launch plan
• Our preparations last ~5 months
• Launch Activities:
a) Coming Soon Page
b) Media Coverage, Kickstarter
Announcement during PAX East
c) Discord had the access to the
preview page
d) IGN Exclusive Coverage
e) Kick Video Teaser
f) Gamedec on GOG.COM
announcement; Platformholders
support
g) Ad Campaign

12. • People lose jobs - should we postpone?
• Working remotely was unexpectable...
• … but super efficient.
• Be sure to support almost 24/7
• Be water my friend - adapt and talk
• Be in touch: Board <-> PR <-> Devs
• Pledge refunds were real
Covid-19 Impact & Tips to survive

13. Campaign Structure
• Graphic Assets!

14. Campaign Structure
• Graphic Assets!

15. Campaign Structure
• Testing the optimal campaign
structure based on key sections
• Resignation from sections like:
Budget, The Team

16. Campaign Structure – Gameplay Video

17. Campaign Structure – Elevator Pitch

18. Campaign Structure – Social Media Goals

19. Campaign Structure – Support Rewards
• Split between digital and physical rewards
• Reward scheme other than "Include All Above"

20. Campaign Structure - Support Rewards
• Kickstarter Special ($25) - Limited reward
• Early Birds 1 & 2 ($20 & $22)
• Limited Rewards
• Backer's Creative Input Early
Bird 1
Early
Bird 2
Kick Special Gamedec
Price $20 $22 $25 $25
% of
backers
8% 6% 25% 36%
% of the
total
5% 4% 18% 26%

21. • Range Hole ($45 - $179)
• Second drop of prizes from the middle
price range
• $1 & $5 Rewards - Not Useful
• Additional rewards (Displate,
codes for other games)
Campaign Structure – Support Rewards

22. Campaign Structure
• No Media Build
• Expanded Slot for physical rewards
• Industry Support
• IGN Exclusive Coverage
• Cross-Promo
• Community-Driven Marketing

23. • Community is your strength – use them before KS
• Discord as a main hub
• Hidden channels for backers
• Listen & learn - backers had impact on the game
• Expose your devs to the world
• From fans to QA (Beta, feedback, post-release QA)
Discord

24. Community-Driven Marketing
70 % - 30%

25. Community-Driven Marketing
• Kickstarter and Steam Updates – Max.
of 2 days gap between updates during
the campaign
• Total revamp of key social media
channels (Streams, AMAs)

26. Community-Driven Marketing

27. Summary
What we achieved:
• Top 3 Polish Kickstarter campaigns
• Boosted visibility
• Community feedback
Thoughts:
• Running a campaign during global pandemic vs reality
• People were hungry for distractions & tried to kill some time
• Huge morale boost for our devs & a massive validation of our premise

28. Summary
• Ending a KS campaign doesn't end your support
• Use a pledge manager like BackerKit for Campaign
Fullfillment & addons
• Discord is life – use it
• Do a closed beta and learn from feedback
• Additional activities - Discount bundles, Custom Displate,
Events, Dev-Diaries, Live Streams and constant hype building
• Plans vs Production
• What's next for Gamedec?
• Use the visibility for contact-building

29. • Internal editorial tools needs improvement
• Poor management system
• Opening up to other currencies
• Don't treat Kickstarter as the only option.
Summary

30. THANK YOU! LET'S DISCUSS!
@MateuszGreloch
@KwintaJakub
Download Presentation
mateusz.greloch@ansharpublishing.com
jakub.kwinta@ansharpublishing.com